Development of IMC Strategy: Splendid Hospitality Group Report

This report provides a comprehensive analysis of an Integrated Marketing Communication (IMC) strategy tailored for the Splendid Hospitality Group, a rapidly growing hotel chain. It begins by elucidating various marketing channels, including advertising, sales promotion, direct marketing, personal selling, digital marketing, and public relations, explaining how each channel supports the organization's communication objectives. The report then proposes conventional communication objectives for organizational situations, such as increasing brand awareness, developing personnel expertise, and achieving profit targets within budgetary constraints. It further delves into the assortment and integration of chosen communication channels, emphasizing the importance of effective advertising, product positioning, creative elements, and corporate events. A detailed marketing communications plan is generated to meet the defined objectives, followed by an assessment of the plan's creative content, communication strategy, and channel selection. The report concludes with a summary of key findings and recommendations for the successful implementation of the IMC strategy, providing valuable insights for the hotel group's marketing endeavors.

Development of an
Integrated Marketing
Communications
Strategy

Table of Contents
INTRODUCTION...........................................................................................................................3
Elucidate the varied forms of marketing channels and the way they assist the
determined communication objectives of an organisation.................................................3
Propose the conventional communication objectives for certain organisational
situations....................................................................................................................................6
Deliver explanations for the assortment and incorporation of the chosen
communications channels......................................................................................................8
Generate a marketing communications plan that successfully encounters the
communication objectives laid down for the enterprise. 500.............................................9
Significantly assess the marketing communications plan in consideration to the
creative content, communication strategy and the channel choice................................12
CONCLUSION............................................................................................................................14
REFERENCES............................................................................................................................15

INTRODUCTION
The Integrated Marketing Communication (IMC) is an explicated plan that
incorporates the strategic analysis of the formulation of the plan, the exclusive research
upon the implications of the market, segmentation of the targeted audiences, budgeting,
creation of the contents briefing and the evaluation of the metrices of the campaign in a
comprehensive manner (Adeola, Hinson and Sakkthivel, 2022).The report will study the
elucidation of the varied forms of marketing channels that are present in the external
business environment that helps in the determination of the objectives of the
communication strategy of the organisation. The assortment of the plan along with the
reflexions in regards to the creative contents will also be enumerated. The company that
is chosen for the scrutiny is Splendid Hospitality Group, which is considered to be one
of the fastest growing hotel groups in the UK. The company has started establishing its
global presence in the market and this study will thereby help in the preparation of the
strategic plan of actions that can be utilised by the organsiation for the integration of the
company’s name in the business world.
MAIN BODY
Elucidate the varied forms of marketing channels and the way they assist the
determined communication objectives of an organisation.
In order to reach out to the targeted customers, it is imperative to chose the
appropriate channel of communication. The potential customers can get the vision of
the company’s ideology through the effectual and strategic planning of communique
adopted for the IMC. This is thereby the way through which the companies offer their
core values to the segmented audiences and can be concluded as the initial steps that
are to be taken in order to make the marketing campaign of the company successful
(Balasubramanian and et. al., 2022). The channels which therefore can be utilised by
the Splendid Hospitality Group can thereby be elucidated in the following manner.

Figure 1 Communication channels.
Advertising: The most famous form of marketing is the advertising which helps in
drawing the attention of the customers through the promotional practices adopted by the
companies. This can be in the format of digital and print media or through the effectual
utilisation of the radio, television and tele-calling.
Sales promotion: This particular tool can use for the stipulation of revenues or for the
provision of extra values through the involvement of incentives to the staff, distributors
or the customers for a short period of time. The displays and the demonstrations of
sales promotional activities requires extra efforts but is impactful for the promotion of the
brand in an effective manner (Beldona, Yoo and Baiomy, 2022).
Direct marketing: The elimination of the intermediaries and promoting a direct
communication with targeted audience is the vision of this particular form of channel.
The needs, requirement and the preferences of the customers can be identified through
this practice which will help in the IMC formulation.

Personal selling: The one-to-one interaction of the sales executive with the customers
for the promotion of the products in the market can be elucidated in this form of the
communication channel. The explanation of the services and the quality of the products
can be explained in an enhanced manner.
Digital marketing: The operations of the digital platform by the companies for the
advertising of the products and the services offered by them is the concept of digital
marketing. The power and the relative importance of this particular segment’s tools has
enabled to fully and efficiently utilise the benefits in the marketing strategy.
Public relations: The maintenance of the image and the reputation of the company can
be done through the effective PR which is beneficial for the development and the
marketing positioning of a particular company. This helps in creating a favourable
impression to the targeted audiences and draw noteworthy attention towards the
marketing of the products and the services in the market (Chaniago and Efawati, 2022).
The assistance of these channels to the IMC: The utilisation of these practices in the
effectual promotion of the communication strategy of the company proves to be aid for
the involvement and the engagement of the customers with the operation and the
functionality of the company, the customers get inclined and become loyal for the brand
offerings which thereby will help in adding value to the proposition of the Splendid
Hospitality Group.
Considerations to be made while formulating the IMC strategy: There are certain
implications that must be considered by the Splendid Hospitality Group for the
apportionment of the IMC strategy which can be explained furthermore:

Figure 2 IMC planning.
 Budget allocation – The operations of the company must be in accordance to
the designed budget and should not exceed the limitations imposed by the
financial departments over the marketing communication strategy (Faruqi, Rahmi
and Mutma, 2022).
 Targeted audiences – The dependence of the segmented audience upon the
successful completion of the objectives is crucial to the achievement of the IMC
in a significant manner, this thereby has to be taken into account by Splendid
Hospitality Group.
 Company’s strategy - It helps in the determination of the particular form of the
channel which Splendid Hospitality Group, will rely its focus upon. The
individualistic use of a communication network or through the utilisation of
combination of multiple channels will be ascertained by the plan of action.
Propose the conventional communication objectives for certain organisational
situations.
The sustainable objectives of the organisations are for the long-term survival in
the Business world. The intended marketing campaigns organised by the Splendid
Hospitality Group will help in the deliberative achievement of the determined standards
and the motives of the hospitality group. The understanding of the communication
pathways is necessary for the completion of the task in an effectual manner. These

specified objectives help in the attainment of the targets in a definite manner in
accordance to the justifications made by the IMC strategy (Gahderi, Walker and Béal,
2022). The brand can accrue maximum number of benefits from the successful
completion of the organisational gaols. The proposed conventional objectives of the
Splendid Hospitality Group will thereby be explained furthermore.
Increase in the awareness of the Splendid Hospitality Group amongst the public:
The considerations in respect to the brand image in front of the targeted audience is
necessary for increasing the awareness in the market. The appropriate utilisation of the
communication strategy has to be the critical objective of the company in order to
promote the business. The presence of the hotel group in the market place must reach
out to the audiences for the effectual performance.
Development of the expertise in the personnel: In regards to the enhancement of the
company’s performance, special consideration must be given to the development and
the growth of the personnel working in the organisation. The promotion of the benefits of
the workforce is the responsibility of the company’s management which should be
contemplated according to the certainness (Halkiopoulos and Papadopoulos, 2022).
Effective utilisation of the promotional schemes: The schemes generated and
formulated for the promotion of the services of the brand has to be analysed in a
delineate manner for the efficient as well as operative utilisation of the marketing
strategies. The essence of the Splendid Hospitality Group’s vision should reach out to
the general public.
Render the accomplishments within the budgetary allocation: The consumption of
the capital should be in respect to the aligned and allocated budget and the
overutilisation in this regard should be avoided to stay under the limits. The financial
department of the company should give significant attention in this matter and should
monitor the expenditure in the marketing schemes.
Acquirement of significant profits: The attainment of the ascertained profit margin
should be the aim of the Splendid Hospitality Group with a premeditated consideration
of the effectual employment of the IMC’s plan of action. The accurate apportionment of

the outlay should be imparted by the organisation’s management (Kitchen and Tourky,
2022).
Deliver superior quality of services: The compromise in terms of the quality of the
products and the services should never be taken into account by the departments of the
Splendid Hospitality Group. This will not only hamper the positioning of the company in
the marketplace but also is against the ethics and the value proposition of the business
environment.
Deliver explanations for the assortment and incorporation of the chosen
communications channels.
The business giants of the commercial world always aim at the accumulation of
the certified techniques for the corporation of the name of the brand in the market. the
variety of strategies in regards to the communication channel plays an important tool in
the marketing and the promotional aspects of the IMC. The elements such as the
presentations of the sales, trademarks, product positioning in the market and the
fulfilment of the CSR by the respective company should be significantly considered.
These aforesaid constituents form the basis of the market communication strategy
(Miraki, Yektayar and Esmaeily, 2022). Splendid Hospitality Group should invest in the
major and influential assortment and the integrate of the pathways of the IMC which can
be furthermore elucidated:
Efficient pitch of the advertisement: The clarity built up in the public’s ayes about the
product and the services creates a sense of familiarity and this helps in drawing the
attention of the potential customers of the company. This can be done through properly
designed messages which should reach the customers in the sue time. The definition of
the Unique Selling Point (USP) of the brand should encompass the motive of the
delivery. The utilisation of the AIDA model can be done by the Splendid Hospitality
Group.
Clarity in the product positioning: The positioning of the product should either be at
the premium, regular or entry level and must imbibe the qualities of generating
influential perception in relation to the competitors of the brand in the market. Splendid
Hospitality Group should incorporate the utilisation of the marketing mix in the

formulation of the plan of action of the IMC (Ranjan and Chowdhary, 2022). The Return
on Investment (ROI) should be properly planned for better and operative results.
The creative and the innovative aspect: The logo of the brand should be compelling
enough to attract the customers to become a member of the association. It is very
essential for the brand promotion in the market. the creative teams of the Splendid
Hospitality Group must consider the innovative aspects of entry in to the global market
for the achievement of the present as well as futuristic goals of the organisation.
Augmentation of the company’s name through the organsiation of corporate
events: The successful integration of the Corporate Social Responsibility (CSR) by the
Splendid Hospitality Group will bring enhancement in the image of the company in the
marketplace. The revenue generated through the operation and the functionality of the
company should be utilised in the augmentation of social events organised in the
society (Rosário, Raimundo and Cruz, 2022).
Generate a marketing communications plan that successfully encounters the
communication objectives laid down for the enterprise. 500
The formulation of an effectual formulation of a marketing communication plan is
mandatory for the functioning of the varied segments of the proposition. The typical
pillars of the IMC process can be enumerated and each of the elements of the
procedure is critical to its application in the organsiation.
Fortitude of the objectives of the marketing communication strategy: The
definition of the vision and the mission of the IMC planning of the organisations should
be detailed out in the strategic analysis and the portfolio of the business should be in
accordance to the objectives and the goals ascertained by the Splendid Hospitality
Group to guide the functioning of the company.

Figure 3 Marketing Communication Strategy
The segmentation of the targeted audiences: The inference in regards to the
segmented audience in the market must be done prior to the implementation of the plan
of action is necessary for the effective completion of the strategic analysis. The
identification of the characteristics and the preference of the audiences must be
ascertained by the Splendid Hospitality Group, to make the best utilisation of the
resources. The understanding of the consumer behaviour is thereby necessary for the
IMC planning.
Figure 4 Consumer behaviour through Maslow's hierarchy.
Determination of the budgetary allocation: The allocation of the budget by the
Splendid Hospitality Group, should be considered to the previous year base and the

predication of the futurities sales should also be assumed. The IMC budget can be
utilized for the content creation, promotional facets, inducement of the technological
advancement in the operations of the company. The factors in regards to the
stakeholders of the company can influence the positioning of the company in the market
place (Suay-Pérez and et. al., 2022).
Figure 5 Marketing budget example.
The extraction of the data in the IMC process: The data mining procedure should be
conducted for the extraction of the major emphasis upon the marketing strategies of the
company. the collection of the data can be done through the internal as well as the
external sources present in the business environment.

Figure 6 Data Sources.
Development of the situational analysis: The conduction of the external
macroeconomic environment scrutiny must be done by the respective company to
analyse the impact of the factors upon the IMC and other relative elements of the
strategic planning. The utilisation of PESTLE and SWOT can be made by the Splendid
Hospitality Group for the recognition of the assessment (Xu and et. al., 2022)
Implementation of the programme: The final step is to implement of the IMC planning
should be done and the procedure should be incorporated in the marketing
communication strategic planning and the influence of the application should be
ascertained in the very next step of the process.
The evaluation and the measurement of the outcome: The ultimate evaluation of the
outcome through the execution of the plan of action can provide the actual picture of the
operations of the Splendid Hospitality Group in the market. The deviations or the scope
of errors that are identified in the scrutiny can be taken into account for the further
reconstruction pf the IMC.